Unlocking the Digital Aisle: How Scintilla Digital Landscapes Delivers Deeper Insights into the Customer Shopping Journey
Walmart’s newest digital insights deliver clarity, speed, and results in a dynamic eCommerce environment
September 11, 2025
6 min read
Every day, millions of customers visit Walmart.com and the Walmart app, exploring over 20 million first-party items. With such a vast assortment, we know the shopping experience isn’t linear. Customers discover products in countless ways—through search engines, social media, or even word of mouth—and our goal is to meet them wherever they are. That’s where Scintilla Digital Landscapes comes in.
Digital Landscapes transforms the way we empower our suppliers and merchants to enhance the customer experience. By leveraging anonymized, aggregated insights from Walmart.com and the Walmart app, we’re helping users understand the customer journey in ways that drive smarter decisions and better outcomes. These insights aren’t just about data—they’re about creating a seamless, intuitive shopping experience that makes it easier for customers to find what they need.
Recently, we introduced new capabilities in Digital Landscapes that unlock more fresh insights, fueling deeper understanding and clarity, and ultimately, accelerating the path to action. The redesigned Scintilla module features 15 new metrics, including:
- Traffic: shows where Walmart shoppers begin their journey, whether on external sites, Walmart.com, the Walmart mobile app, or search and non-search browsing. Suppliers can uncover what’s driving traffic and identify peak trends to optimize marketing spend.
- Conversion: demonstrates the percentage of visitors making a purchase and how effectively marketing drives action. This capability can show why a product may be underperforming, whether it could use imagery improvement or is missing information, and enable suppliers to take actions to address it, such as refining ad targeting or optimizing product detail pages.
- Digital Basket: shows what products customers add to their carts, and which ones they abandon. Suppliers can better understand the customer’s mission—whether a routine restock or one-off buy. In turn, they can optimize their product strategy, informing product detail pages, bundling opportunities, and ad targeting.
- Search: reveals what keywords customers use to find products. It helps suppliers evaluate keyword trends, gauge keyword share, and gain clearer insights into shopper pre-purchase behavior patterns. Suppliers can even use this data to adjust future campaign strategies, incorporating those keywords to improve results.
With insights from Digital Landscapes, suppliers can also use Walmart Connect to strategically allocate their digital ad spend based on a clear understanding of how customers discover and engage with their products on Walmart.com and the Walmart app – unlocking a new way to measure the performance of digital campaigns and optimize where needed.
These capabilities aren’t just theoretical—they’re driving real results. Take E.T. Browne, for instance. A few months ago, they noticed a surge in sales for Palmer’s Cocoa Butter Firming Formula lotion. They didn’t know what was driving the product to sell out faster than forecasted, but this unexpected surge on one of their products meant they had to respond fast.
Using Digital Landscapes, they were able to trace the spike to a viral TikTok video. Armed with this insight, they adjusted their forecasting and replenishment strategy, turning a challenge into an opportunity for organic, sustained sales growth.
“While we were thrilled to see a surge in sales, we were in the dark as to the reason for the strong customer response, and didn’t know why or how to adjust our forecasting," said Steve Dengel, Sr. Category, Consumer, and Scintilla Insights Manager at E.T. Browne. “Scintilla’s Digital Landscapes filled in the gaps of the shopping journey, uncovering this opportunity and giving us the tools to capitalize on it.”
By understanding what resonates with our customers, we’re not just meeting their needs—we’re anticipating them. Whether it’s helping a supplier uncover a viral moment, refine their ad targeting, or ensuring customers can easily find the products they love, these insights are fueling a better, more connected shopping journey.
We’re committed to being America’s favorite place to shop. That means staying ahead in a competitive environment by turning insights into action. When we empower our suppliers with the tools to make informed decisions quickly and efficiently, we can create exceptional shopping experiences for every customer. This is how we win: by combining scale, innovation, and a deep understanding of our customers to deliver value for everyone involved.
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